Attribution Modelling

What is attribution modelling?

Attribution modelling helps to evaluate the importance of every customer touchpoint. It is vital to assessing the value and the role of every media the consumer is exposed to in their journey.

As a result, it helps to determine the ‘real-ROI’ of every media and touchpoint and helps in marketing planning and budgeting and ensuring the marketing budget is optimally spent. It answers business-critical questions like, what does the ideal user journey look like and who takes credit for conversion?

Our approach to attribution modelling

We live in a world where customers are exposed to multiple touchpoints (often referred to as omnichannel) that influence their decision to buy or engage with a brand. As attribution modellers, we help to determine the impact of every touchpoint and the role it plays in the bringing the consumer closer to making a purchase.

Through the development of an attribution model, you not only get to understand the impact of different media but also how economic, competitive, and other factors such as pricing and promotion impact on consumer behaviour. The model has various operational and strategic implications and guides business and marketing planning at all levels.

We are different to others as we have an attribution modelling team which not only excels at model development but also understands the media landscape (whether it’s search, TV, radio, direct marketing, or outdoor) as they come from a marketing background. We are also tool agnostic and can deploy attribution models on any tool, like Adobe, Google Analytics, SAS, R and other machine learning tools.

Tech and partnerships

Training

We provide hands-on training to organisations on building attribution modelling tools, which includes both the theory and application of attribution models. Our trainers can coach companies on building attribution models on any platform.

During the training, we also touch on basic statistical methodology that helps to develop attribution models so that your teams have a solid grounding. We go through in detail the different scenarios and which attribution model to choose under different scenarios. If required, our trainers can also use the Attribution modelling training as a starting point to train your teams on econometrics modelling, which is a much more complex piece animal.

We have developed, deployed, and trained several organisations with small and huge budgets on since attribution models came into existence.

Bath

+44 (0) 1225 480 480

20 Manvers Street

Bath

BA1 1JW

Leeds

+44 (0) 113 260 4010

2nd floor, 2180 Century Way,

Thorpe Park,

Leeds, LS15 8ZB.

London

+44 (0) 113 260 4010

5th Floor, Cordy House,

91 Curtain Road

London, EC2A 3BS

Part of the Kin and Carta plc

  • By pressing submit you consent for us to process your data in order to answer your query, according to our Privacy Policy.

  • This field is for validation purposes and should be left unchanged.

© 2018 Edit. Kin and Carta plc. Company reg. no. 3624881, All rights reserved. VAT Registered GB 927458295 Privacy Policy | Terms & Conditions | Cookie Policy